Personal experience provides the lens through which we view the world. Looking out at the road while driving by, every person tends to make analogies. Maybe a house looks like the one in which he grew up. Maybe a certain tree reminds her of a great day in grade school. The visual evokes a mental image and thus creates feelings wholly unrelated to the actual object.
While this may be waxing the philosophical, it actually explains something very important when trying to understand how consumers have come to believe that so many farms are actually owned and run by corporations.
Heading up Interstate 55 from St. Louis to Chicago, signs with the names of seed companies line the fields. To a farmer, these markers indicate something clear. To someone who may live in a city or may have not ever been on a farm, they look completely foreign.
So, how does that exacerbate the Big Ag misperception? Because when faced with something foreign, most people subconsciously make an analogy that provides context for the current situation. Looking out at the fields, the signs look like a corporate advertisement tacked onto the side of a building. The seemingly logical conclusion leads that person to believe the corporation on that sign must own that farm or, at the very minimum, have advertising rights.
Jenny, author of the blog Prairie Californian, provided a great post today that helps describe what these signs really mean in terms that make sense whether or not you have ever set foot in a field. To read it, click here.
With farmers’ numbers constituting less than 1.5 percent of the American public today, it becomes increasingly imperative that they share their story. Everyone eats. The vast majority of people want to know where their food comes from and what all of the terms that they hear mean. Share your story. What American farmers have to say is overwhelmingly positive and powerful. So speak up.